Two years from now, the Generation Z will become the biggest group of consumers on the planet. Also known as the Centennials, the oldest members of this group were born before the turn of the millennium. By 2020, it is estimated that they will number to 2.6 billion around the world. These facts put the spotlight on this question– how do e-commerce companies reach out to the Gen Z consumers?
Here are some ways that e-commerce brands can market their products and services to the next wave of consumers:
Personalizing the buying experience of Gen Z consumers
Members of the Generation Z never experienced what it was like not to have a mobile phone. To say that they are highly dependent on mobile devices would be an understatement. The best way to get their attention is to personalize the buying experience. The so-called Centennials are notorious for their short attention span. It is thus imperative for an e-commerce site to offer personalized and attention-grabbing information to be able to tap this young market.
This is where data gathering and analysis can serve brands well. By using collected data on Gen Z customers, companies can better understand their buying behavior. Connecting with Gen Z consumers on an individual level will surely lead to higher engagement and lead to more conversions.
Using virtual voice assistants
Virtual voice assistants first came into public consciousness with Apple’s Siri then taken into the next level by Amazon’s Echo. It is estimated that one in 3 Gen Z consumers regularly uses voice commands on their smart phones.
Brands should be wise enough to optimize their websites to make these more voice search-friendly. They could start by using long-tail keywords or create entire sentences to make them more ‘searchable’ for their customers.
Brands should also give Gen Z consumers the freedom to reach them through the communication channel that they are most comfortable with. Members of this generation are ready to engage with a brand online.
They’re also not the most loyal of customers which underlines the needs for brands to keep in touch with them through different touchpoints. YouTube, which has been pointed out in a recent study as one of the most popular media platforms for Gen Zers, should be part of the marketing strategy of brands. E-commerce firms should produce engaging, dynamic and short videos for YouTube.